STHM 1311 Lecture Notes - Lecture 1: Individualism, Collectivism, Marketing Mix
6 Apr 2016
School
Department
Course
Professor
Document Summary
People are motivated to satisfy needs that may be innate or learned. Marketing"s task is to make people aware of their needs and present them with opportunities which can help satisfy that need. But people don"t live in a vacuum; their behavior happens in a specific setting. What we do is determined by both internal and external factors. Internal factors: motivation, perception, attitude, personality, etc. Role of culture, time, socioeconomic variables and psychological variables in shaping behavior. A set of beliefs, values, attitudes, habits and forms of behaviour that are shared by a society and are transmitted from generation to generation . Individuals choose a vacation to satisfy their individual needs and wants. The way in which these wants are satisfied, however, is heavily influenced by forces external to the individual. As individuals. we are part of larger social groups that may influence us in various way. These groups are part of and influenced by the surrounding culture.
